PENGARUH CITRA MEREK, WORD OF MOUTH, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN ROKOK ELEKTRIK (VAPE) DI TOKO VAPE ON PONOROGO

Irawan,, Alvin Adittya (2024) PENGARUH CITRA MEREK, WORD OF MOUTH, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN ROKOK ELEKTRIK (VAPE) DI TOKO VAPE ON PONOROGO. Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

This study examines the influence of brand image, word of mouth, and price perception on the purchase decision of electronic cigarettes (vape) at Vape On Store in Ponorogo. The main issue of this research is whether these three factors influence the purchase decision in the competitive market. Understanding the most influential factors is crucial for formulating effective marketing strategies. The
purpose of this study is to identify and analyze the extent to which brand image, word of mouth, and price perception affect consumer purchase decisions at Vape On Store Ponorogo. By understanding the influence of each factor, store management is expected to take appropriate steps to increase sales and the competitiveness of their products. The research method used is a quantitative approach by distributing questionnaires to consumers who have made purchases at Vape On Store Ponorogo. The collected data was then processed using SPSS version 29 to obtain accurate and reliable results.

The results of the study indicate that brand image and word of mouth significantly influence purchase decisions. A good brand image makes consumers more confident and interested in buying the product, while positive word of mouth increases consumer confidence in choosing the product. On the other hand, price perception has not shown a significant influence on purchase decisions. However,brand image, word of mouth, and price perception together or simultaneously influence consumer purchase decisions. It can be concluded that Vape On Store Ponorogo should continue to strengthen brand image and encourage positive word of mouth to increase consumer purchase decisions. Although price perception has not shown a significant individual influence, it is essential for management to consider the price aspect in their marketing strategies to enhance the overall appeal of the product.

Keywords : Brand Image, Word of Mouth, Price Perception, Purchase Decision, Vape, Vape On Store Ponorogo, SPSS

Item Type:	Thesis (Skripsi (S1))
Uncontrolled Keywords:	Kata Kunci : Citra Merek, Word of Mouth, Persepsi Harga, Keputusan Pembelian, Vape, Toko Vape On Ponorogo, SPSS
Subjects:	H Social Sciences > HA Statistics
Divisions:	Faculty of Economic > Department of Management
Depositing User:	fe . userfe
Date Deposited:	22 Aug 2024 01:56
Last Modified:	03 Nov 2025 07:05
URI:	https://eprints.umpo.ac.id/id/eprint/14417

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